PART I
ESTRATEGIC PLAN “COOLTURE”
Executive Summary
Coolture is a successfully company which is responsible for development, production, marketing and broadcasting of sport drinks; the company has developed a new container for their beverages which allows the liquid remain cold (between 41 and 51 degrees Fahrenheit) up to 6 hours; as a complement to its launch to the market, we chose among other options the flavor of kiwi in response to a previous study that shows a significant demand towards this fruit then our new product will be “Kiwi Sports Drink”. The development of our new container is due to the results of a marketing research which shows that the need to preserve drinks cold is because: a) Customers are discarding over 40% of our super size drinks (42 ounce), b) When drinks gets heat its taste is no longer pleasant, c) Even if they have the intentions to save the drink for later, current containers do not allow the drink remain cold; and d) Customers adults avoid buy our products because they consider that our drink is directed to a teenager’s market. As a result of selling our new container to the market we expect to reach two specific goals which are a) Positioning Coolture over its competitors with a market share of 25% nationwide; and b) Get into the customer’s mind as pioneers in the creation of a container that keeps the drink cold regardless the season or the environment that surrounds them. To maintain the position of our drinks and being proactive to the reactivity of our competitors, we will apply our plan of marketing strategies which are based on differentiation, strategic alliances, outsourcing and others.
Situation Analysis
Coolture has been in the market of sport drinks by 10 years which have been growing gradu ...